In our editing studio, there’s a mission statement on the wall. I refer to it often. So do our campaign managers and production crew. It sums up our purpose, and captures, in a few succinct sentences, the essence of our business’s goals and our reason for existence.
Crunch Time Media’s Mission Statement
We strive to be London’s leading video production/ video marketing agency for content that delivers an ongoing return on investment. Crunch Time, in a business context, is is about a need for better results. At Crunch Time Media we show you exactly how viewers interact with your videos through advanced analytics. This allows us to continuously improve marketing strategy based on measurable results.
Your companies Mission Statement should guide ALL of your company’s marketing decisions to help keep you on track. Summing up your business’s mission helps you focus on the steps you need to take to succeed. It should be incredibly simple with no jargon or phrases that that could be misunderstood.
It should include:
- Your core audience target
- What will be delivered to the audience
- The outcome for the audience
Are you creating content that helps to reinforce your mission statement?
Best Practices for a Content Marketing Mission Statement
Part of creating content that works is learning how to tell a unique story. Make your message, and the content you produce stand out from what your competitors are producing. What kind of content can you produce that highlights your unique value proposition? The Internet is filling up with advice articles. Get more adventurous with how you present information, and tell a compelling story.
Remember, content marketing is about “what you stand for” not “what you sell.” The informational needs of your prospects and customers come first. Although there must be clear marketing objectives behind the mission statement, they should be outlined elsewhere. Coca Cola’s mission statement doesn’t say anything about selling more coke or merchandising. Facebook’s mission statement doesn’t say anything about selling more advertising space. To work, your mission statement has to be all about the pain points of your readers and followers or it wont resonate or connect on a deeper level with your customers, stakeholders or employees.
Your mission statement should be on your website where it can be found easily by your audience. Make sure everyone involved in your video marketing process has the mission statement. Encourage them to print it out and pin it up on the wall. The litmus test: Often, a bad judgment in content creation can be fixed by running it by the mission statement. Use the mission statement to decide what content you will and won’t create.
Here’s a few videos we found of interest on the subject of writing and developing mission and marketing statements.
5 Essentials on Epic Content Marketing
Webinar from Joe Pulizzi, founder of www.contentmarketinginstitute.com
How to Write a Mission Statement
What’s the Difference Between Mission and Vision?